品牌内部关联的信用度研究

品牌是与目标顾客达成长期利益均衡,降低消费者选择成本的排他性品类符号。品牌与其覆盖下的产品之间存在关联关系,研究品牌内部关联问题是品牌建设的关键。文章基于品牌内部关联视角,从品牌信用与产品信用的相互关系入手,构筑了品牌内部关联信用度研究的一般分析框架,从理论上探讨了产品信用度、产品市场份额、产品(品类)需求强度、产品—品牌定位相关性四个因素对品牌内部关联的影响,建立了基本的品牌内部关联函数模型并得出了推论,分品牌策略对内部关联问题进行了解释说明,并应用案例对模型进行了检验分析。

A Research on Brand Credit Degree of Internal Correlation

Brand is an exclusive category symbol that can achieve a long-term interest balance with target customers and can reduce the consumers＇ choice cost. There is a correlation between the brand and its products. The internal correlation of brand is the key to brand building. Based on the perspective of the internal correlation of brand, starting with brand credit and product credit, this paper establishes a general framework to analyze brand credit degree of internal correlation, discussing the influence of the four factors including product credit degree, product market shares, product （category） demand intensity and product-brand positioning correlation on the internal correlation of brand, builds an internal correlation function model for basic brands and makes a deduction, explains the internal correlation according to brand strategy and applies cases to test the model.